Cr1004 -Sap Crm

India SAP CoE, Slide 1

CR1004 -SAP CRM Marketing v1.0


1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing SAP CRM Marketing


1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe



Marketing Calendar

Customer Segmentation

Marketing Plan and Campaign Management

Lead Management

Personalized Mail Form

Product Proposal

Campaign Automation

External List management



Applications in Marketing

Marketing Planning


Campaign Management

PersonalizationLead

Management

Marketing Planner

CampaignAutomation

External ListManagement

Segment Builder Survey Suit Lead

ManagementProductProposals

Mail FormsMarketing Calendar


BW

APO

Channels

•Interaction center

•Mobile

•Ecommerce

•Channel Management

•Third Party

Preparation Execution

ERP

Planning/AnalysisResponses, Feedbacks

CRMExamples:

Activity Lists

Call Lists

E-Mail

Lead Generation

Preparation for mailing

Marketing Functionalities are highly Integrated


Marketing & Campaign Planning

STRATEGIC

PLANNER

Performs Market Analysis &Defines

Strategies

1

CAMPAIGN MANAGER

Sets Marketing Budgets & Targets, Conducts

performance reviews

2

MARKETING ASSISTANT

Plans and Monitors campaign and uplift

Volumes3

SUPPLY CHAIN PLANNER

Ensures the availability of the

capacity and establishes a

logistical Quantity

4

FINANCIAL PLANNER

Valuates the planned Quantity and calculates

the expected Profit

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Dividing your customer master into different groups is called customer segmentation and depends to a

great extent on the planned marketing activity.


The form builder application supports personalized communicationvia the following Interaction Channels:E-Mail (HTML.ASCII e-mails, multi-MIME/Multi-part and PDF)Direct mailSMS Fax

With this tool, users can: Personalized messaging to various target group membersAssign mail forms to campaign Target ListsEmbed links (URL) to websites in generated e-mailsInsert subject lines dependent on conditions Attach personalized Documents

Personalized E-mail

E-mail

Form Builder


CRM Marketing Calendar

The Marketing Calendar gives an overview of all marketing projects within a certain time range.


External list management in SAP CRM

LIST CREATION & MAINTAINANCE

CAMPAIGN PREPARATION

CAMPAIGN EXECUTION

BUSINESS ACTIVITY PROCESSING

EXTERNAL LIST ANALYSIS

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External list management is the process of Purchasing, Managing, Using and Reporting on acquired addresses.


1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe



Marketing Calendar


Marketing Plan and Campaign Management

Lead Management


Product Proposal

Campaign Automation

External List management




Lead Management

Marketing Plan & Campaign management

Marketing Calendar


Campaign Automation

Product Proposal

External list Management



Marketing Plan & Campaign Management

•Marketing Planner

•Product Selection

•Partner Functions

•Campaigning

•Campaign Execution


•Marketing Plan

•Campaign

•Campaign Element

•Marketing Plan

Element

•Strategic

Planning

•Operative Level

Marketing Element Definition


Marketing Planner Hierarchical View

Marketing Plan 2007

East Zone West Zone South ZoneNorth Zone

Quarter 1 Quarter 2

Road ShowMailing

CampaignTV advert

Element1 Element2

Target Groups Product Catalog ProductDocument/URL


SAP Defined Marketing & Campaign Symbols


Structure of Marketing Planner

Structure Tree

Work list and templates

Work Area


Marketing Planner: Overview of the tab pagesBasic Data

Notes

Documents

Channels

Segments

Product Catalogs

Products

Costs

Partners

Actions

Key Figure Planning

Discounts

Administration

Additional Fields

Assign MS Office and other Documents etc

E Mail, Fax, SMS, Phone etc

Attach a target group

Priority, Person Responsible, Dates etc

Assign a Product Catalog for Internet sales scenario

Assign Products to campaign

Integrated cost planning (Key Figure planning)

Assign Partner determination Procedure

Assign Action Profile to Marketing Objects

Integrated (success) key figure planning

Campaign- Specific Prices or Discounts

Who created this element, Is it updated in SAP BW.

Additional attributes

Strategy, Goals, Comments etc


Marketing Organization


Product AssignmentWe can assign many products to Marketing plan in one step,

using Product Hierarchy.Selecting the Hierarchy

node explodes all effective Products

Customizing:

IMG->CRM->Marketing->Marketing planning and Campaign Management->Product assignment

•Assign Product group

•Assign Product Hierarchy


Partner FunctionsAll Parties involved in a Marketing plan can be assigned to Partners tab

We can assign a partner determination procedure to an object type to specify the partner functions required for that object type.

For campaigns and trade promotions partner determination can also be campaign dependent type.


Actions in Marketing Planner

Assign action profile on basic data tab page of

campaign, marketing plan or trade promotion.

All actions included in the action profile are available for

execution on actions tab page.(Automatic or Manual)

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2


Discounts

Campaign specific condition types; Pricing

concepts apply


Channel, Communication Medium, Method and Transaction Type

Communication Medium

Communication Method

Transaction Type

Assigned to Campaign on channels tab page( Marketing Planner)Can be defined freely in customizing

Assigned to Communication medium in customizing.

Determines whether system generates a call lists,sends E-mails or Leads etc( hard coded ).

Assigned to communication medium/communication method combination.Can be freely defined in IMG.Determines which transaction type is created during campaign execution.

Example:Communication Medium: Telephone with Lead generationCommunication Method : TelephoneTransaction Type: Lead.


Campaign Execution Across Interaction Channels

Set up Campaign and communication Medium:

Mail form, IC Script

Release campaign and all higher level nodes

Highest target group to be transferred to communication medium

Trigger Execution

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Integration with PS ( Budgeting )CRM Marketing Budget Transfer to R/3

Brand “Times”

Publishing Post

Slide

Printing

Budget

650

300

350

Campaign Execution in R/3

INR

INR

INR

Budget

650 INRSlide

Printing

Commitments

250

450

INR

INR

600 INR

Budget Overrun

No Marketing Budget overrunBenefits:

Additional budget must be approved before it can be consumed

For Example Purchase order



Lead Management


Marketing Calendar


Campaign Automation

Product Proposal





Assign Attributes to BP

Create Data Source

Create Profile Set

Use Target Group

Create Attribute List

Maintain Attribute Set

Maintain Attributes


Maintain Attribute

Attribute

Attribute Type Ex. Character

Attributes are the criteria you use to distinguish between business partners so as to facilitate more personalized marketing activities.


Maintain Attribute Sets

Select Person, Organization

Attribute Value

Attribute Set

All the relevant attributes are put together to make an attribute set.


Assign Attribute Values to BP

Business Partner

Attribute Set

Attribute Set


Maintain Data Source

Origin Type1)Attribute set2)Infoset3)BW Query4)ELM (BW)


Maintain Attribute List

Filter Attribute Values



Attributes Values

Target Group creation via drag and drop

Detail Area

History

Staging Area

The Segment Builder is used for the creation of target groups with a particular marketing aim in mind.



Lead Management


Marketing Calendar


Campaign Automation

Product Proposal




Marketing Calendar Overview

CALENDAR VIEW

Campaign

Camp1

Camp2

Camp3

MAY JUNE JULY AUG SEP OCT NOV

YEAR 2007

DEC


Marketing Calendar in GUISELECT SEARCH QUERY

SELECT VIEW

SELECT PERIOD

PERIOD

VIEW MODE

QUERY RESULT


Define Search TablesTHE FOLLOWING TABLES ARE DELIVERED AS STANDARD:

TABLE CGPL_ PROJECT

TABLE CRMD_MKTPL_DRES

TABLE CRM_MKTPL_ATTR


Define Search Criteria

SEARCH CRITERIA FOR CALENDAR

DEFINE FIELDS FOR SEARCH CRITERIA


Assign Search Criteria

ASSIGN DEFINED SEARCH CRITERIA TO A CATEGORY

1:N RELATIONSHIP BETWEEN CRITERIA AND CATEGORY


Define Views



Lead Management


Marketing Calendar


Campaign Automation

Product Proposal




Introduction to Personalized Mail form

• Direct Mail

• SMS

• E-Mail

• FAX


Personalized mail form overviewThe form builder application supports personalized communicationvia the following Interaction Channels:•E-Mail (HTML.ASCII e-mails, multi-MIME/Multi-part and PDF•Direct mail•SMS •Fax

With this tool, users can: •Personalized messaging to various target group members•Assign mail forms to campaign Target Lists•Embed links (URL) to websites in generated e-mails•Insert subject lines dependent on conditions •Attach personalized Documents


Creating E-Mail FormsSTRUCTURE TREESTRUCTURE TREE

FORM PAINTER

WORK LISTOVER VIEW AREA


Maintaining Mail Forms & Templates


Screen Structure in SAP GUI

MAIL FORM STRUCTURE

ATTRIBUTES

CONDITIONS

MAIL FORM EDITOR


URL Link Creation & Tracking

ADD ++AT THE END OF THE URL TO CREATE PERSONALISED LINK

ADDING ++ ALSO USED FOR TRACKING

FIRST HIGHLIGHT THE LINK

ADD ## AT THE END OF THE URL FOR TRACKING

INTERNET SALES

OTHERS


Creating Subject Lines

CAN SEND ATTACHMENTS WITH MAILS IF CONDITIONS ARE FULFILLED.



Lead Management


Marketing Calendar


Campaign Automation

Product Proposal




Introduction

EXTERNAL LIST MANAGEMENT

ADDRESS LIST

RENTED ADDRESSES

PURCHASED ADDRESSES

It is the process purchasing, managing, using and reporting on acquired Business addresses.

It is a list of Business Partners

These are the addresses that the company acquires for a specific period of use

These are the addresses that belong to the ordering party


List Creation Process Steps

USE

UPLOADMAPPING POSTAL

CHECK

DUPLICATE CHECK

BP CREATION

TG CREATION

DELETION OF BP BP

UPLOAD MAPPING BP CREATION


Mapping in GUI

IDE.g. file for file preview E.g. row

in file

Fileseparator


List Creation in GUI

List type NO OF USERS& END DATE


Usage in BP

The Rented indicator is deleted when the BP is Won.



Lead Management


Marketing Calendar


Campaign Automation

Product Proposal




Campaign Automation

• Campaign Automation enables you to enables you to define Marketing procedures that can meet the individual requirements of each customer in real time.

• Use campaign automation to automate your multi-wave marketing campaigns across multiple channels.

• Use campaign automation to model recurring campaign processes.

• Campaigns can be set up to proceed automatically from the planning phase so that no further manual action is necessary.

• To achieve this, campaigns are modeled as processes in which

customers or prospects flow between individual action points

(campaign elements).


Process Modeling

Overall Marketing Planning Includes:- Top-down planning, cost planning, …- Creation and approval of the campaignto run automatically

Prepare Collaterals Such as survey for

responses,

mail forms, scripts to be used

within call lists, and so on

Define Process StepsFor example:1. Send

a mail to specific target group

2. Send a confirmation mail to

responders3. Generate a call list with all target

groupmembers that did

not respondDefine Processing

Rules and Conditions

Specifies start and duration ofindividual transactions orprocess steps in a campaign

Simulate and OptimizeOptimize marketing channels interms of profitability in considerationof business constraints(for example, call center capacity)

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Start or Schedule theCampaign ProcessOnce the start node is executed orscheduled, the overall process runswithout further manual interaction


User Interface

Worklist

Process Modeling

area

Details Area


Definition

Campaign: Depicts the start node of a campaign process. An arrow icon identifies the campaign as an “Event-triggered Campaign.”

Campaign Element: Depicts an action point within a campaign process. Assignments are graphically displayed.

Decision Node: Controls the follow-up steps that are carried out when a response is received from a Customer or prospect.

Optimization Element : Optimizes the campaign

for profitability, taking business constraints into account.

Connector Node: Can be used to jump into another

“event-triggered” campaign.


CAMPAIGN PROCESS

A campaign process contains one campaign and usually contains multiple campaign elements

Campaign The start node of a process is a campaign The campaign is created before calling the process modeling area. A campaign process must contain at least one campaign, but cannot

contain more than one.

Campaign Elements Steps with in a campaign process are set up as campaign elements Campaign elements can be created either within the process

modeling area or beforehand in the SAP GUI or PC UI If campaign elements are created before calling the process

modeling area, they will appear in the work list and can easily be included in the campaign process using drag and drop.


Decision Nodes

• Each customer or prospect can set up his own individual process. Possible paths are specified with rules and optimization steps.

Decision Nodes Each node contains a list of rules We can decide to execute only the first valid rule or all the rules. Each rule has a zero or more follow-up steps assigned. The follow –steps of a rule are executed if the rule conditions are met, you can

assign one or more conditions to a rule. Also a dummy condition, which is always true, can be assigned.

Optimization Elements Include optimization elements in your campaign process to assess profitability

according to certain business constraints Base for optimization is the target group assigned to the preceding campaign

element. As a result of the optimization, the original target group is split and assigned to

the subsequent follow-up steps.


Event Triggered Campaigns

Define event triggered campaigns, which can be launched from other business processes.

Event Triggered CampaignsAn event-triggered campaign can be set up to be launched from multiple business processesPossible business processes for initiation areCampaign processesBusiness workflowsActionsBW exceptionsDefine a event-triggered campaign by creating a start node for a new process. The event triggered indicator denotes it as an event-triggered campaign.

Connector NodesA connector node is a pointer to exactly one event-triggered campaignA campaign process can contain as many connector nodes as needed to route BP that reached a certain step within that process into another process.


Work FlowsThe campaign and campaign elements have attributes that control and specify the campaign process.

Connector nodes have attributes to specify and schedule the event triggered campaign to be called.

Workflows assigned to each campaign element within the campaign process to ensure that the campaign proceeds with out further manual action.


Rules and Conditions

Decision nodes contain rules and conditions that specify how to interpret a customer response and the follow-up to be triggered on the response.


Modeling Rules

To model consistent campaign process, you need to note the following rules.


Scenario

Multi-wave CampaignsThe path by which a customer or prospect is routed through the campaign process depends on his individual response.

Recurring CampaignsPeriodically recurring marketing activities

Event-Triggered CampaignsCan be launched from multiple business processes.


Customizing StepsIMG CRM Marketing Marketing Planning and Campaign Management Campaign Automation



Lead Management


Marketing Calendar


Campaign Automation

Product Proposal




Product Proposal Overview

Cross selling

Up-selling and Down-selling

Top N list

Product Proposals


Product Proposal OverviewThe Product Proposals which are available in SAP CRM are:Cross-sellingUp-sellingDown-sellingTop n product listsAccessories ( maintained in Product master)

Possible scenarios : Product proposal are possible in Internet Sales and Interaction Center (Tele Sales)

Product Proposals


Cross-Selling

Cross-selling : For a given product or combination of products, additional products are proposed


Up-selling and Down-selling - 1

Up-selling : For a given product or combination, it can be specified that another, more expensive product is to be proposed in its place.

Down-selling : Under certain circumstances, you may want to suggest a less expensive product or products as an alternative.


Up-selling and Down-selling - 2

Up-selling or Down-selling

Cross-selling


Top N ListCreate Top n list You can create

Top n items for one top n list

Enter ID and Description of Top n list

Maintain the sorting sequence of business partners and products

Maintain Status

Maintain time period for which Top n list is valid

Select reference type Top n list : Assign products manually or assigning products determined from BW



Lead Management


Marketing Calendar


Campaign Automation

Product Proposal




•Business Scenario

•Lead Management process overview

•Lead Generation

•Lead Management overview screen SAP GUI

•Leads Customizing

•Define Transaction type

•Lead Qualification

•Lead Qualification Level

Lead Management


The customer is interested in a new product . He contacts the interaction center or enters his request on the homepage (a lead will be created).

The IC agent ask the customer some detailed questions based on the interactive scripting (a lead will be created).

The lead manger decides to dispatch the lead to an external partner, a internal lead qualifier, or an internal sales employee, Depending on the lead qualification level, a workflow can be triggered and a opportunity is created.

Customer calls to CIC Agent or Lead Manager

CIC Agent Lead Manager

Lead QualifierSales Representative

Business Scenario


Lead Management process overview

Lead gathering and targeting

Cold

Warm

Hot Routes to Sales department

Routes to Call center

Routes to Channel partner

Lead Qualification

Mobile, CIC (Tele call), Web, ELM (Third Party)

Qualify Lead status based on survey

Set Lead status : Open, Won , Loss

Create subsequent Business Transaction from Lead ex: Opportunity

Lead Processing


Lead Generation

Lead Generation : Campaign execution

Segmentation Email and Survey

Lead creation : CRM online Interaction Center E Selling and web storeChannel Portal Survey


Customer general details

Lead manual/automatic qualification Lead Status

Documents Attachment

Lead Management overview screen: SAPGUI


Define Transaction Type

Business TransactionCategory

Customizing Header

If the below profiles are not assigned to a transaction type ex: Partner determination procedure Text determination procedure Organizational data profile Date Profile

then corresponding tab pages are not displayed in transaction processing.

In the Customizing header, you can additionally define how many leads can be created per business partner.

Origin of leads

The Lead group is used for analysis


Lead Qualification

Qualification level can be set by using

survey tool : Pre defined QuestionnaireSingle or multiple choice answersFree textBased on answers given a score is calculatedQualification level can be set automatically based on scoreInteraction with business partner

Create a Question and give rating

Create answers and give rating


Lead Qualification Level

Assign scoring range to Survey rating

IMG Path

Assign survey to qualification

level


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Campaign Type Dependencies


Customizing Marketing CalendarYou can find all required Customizing settings by choosing

IMG CRM Marketing Marketing Planning and Campaign Management Marketing Calendar.


Customizing Personalized Mail

IMG -> MARKETING -> MARKETING AND CAMPAIGN MANAGEMENT -> PERSONLISED MAIL -> MAINTAIN SCENARIO FOR MAIL FORMS

WE CAN ADD ATTRIBUTEDS TO THE STANDARD OBJECTS LIKE BUSINESS PARTNERS, CAMPAIGN INFO AND SYSTEM DATA


Leads Customizing

Workflow settings

Settings for LeadsBasic settings of Leads


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Mail Form Attachment

MAIL FORM


Campaign Execution in Interaction Channels

Set up Campaign and communication Medium:

Mail form, IC Script

Release campaign and all higher level nodes

Highest target group to be transferred to communication medium

Trigger Execution

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2

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Create Marketing Attributes

• Your company wants to record more information about business partners than “simple address data”. Especially for marketing purposes, you need information about buying interests. So you create a marketing attribute set that contains information about the area of usage the customer preferred, the user group the customer belongs to and the way the customer wants to receive news. Later

on, this attribute set will be used for segmentation.


Creation of Lead

• IMG: Customer Relationship Management → Transactions→ Settings for Leads

• IMG: Customer Relationship Management → Transactions → Basic Settings → Define Transaction Type

• IMG: Customer Relationship Management → Transactions→ Settings for Leads → Questionnaires for Leads → Define Questionnaires


TG Creation

• Marketing Segmentation Marketing Attributes Maintain Attributes

• Marketing Segmentation Marketing Attributes Maintain Attribute Sets

• SAP Menu: Marketing Segmentation Marketing Attributes Assign Attribute Values to Business Partners.

• SAP Easy Access Menu: Marketing Segmentation Marketing Segments Maintain Data Sources for Segment Builder


Segmentation

• SAP Menu: Marketing segmentation Marketing Segments Segment Builder

• Create Profile set • Create a Target group


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Useful Hints

• Marketing plans and campaigns can be extended and transferred to the next year

• A target group can be assigned to a market plan but only for the informational (Reporting) purpose.

• Release campaign and higher level nodes: To execute a campaign, it must be released (system status = released).

• The report Assignment of an Attribute Value to All Business Partners in a Target Group enables you to assign a group of business partners (all members of the specified target group) to anattribute. You can find this report under Marketing Tools Expert Tools.


PRECONFIGURED ROLES IN PCUI INTERFACE

For marketing the following preconfigured roles are maintained

• Campaign Manager: Emphasis more on the strategic level.• Marketing Assistant: Emphasis more on the Operational level.• Trade Marketing Manager

Tools• Marketing Journal: Tactical reporting tool that gives users graphical

(Gantt) overview of Marketing Projects


PC UI Navigation

• Searching for information is one of the most important tasks for CRM users. To improve user productivity a central search iview is placed in the branding area of the portal.

• User can search for all CRM objects relevant to his or her role in the central search.

• If TREX is installed a search for documents in content management is also available at this place.

• Dropdown Button: For general use this have been reduced to a one level drop down. It contains Go To, New, Mass change buttons generally.

Cr1004 -Sap Crm

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Transcript of Cr1004 -Sap Crm